By Dr. Ken Broda-Bahm (Really):
In the early years of the Persuasive Litigator blog, I used to receive friendly inquiries from time to time from people who were interested in writing the blog for me -- blog ghostwriters. Lately, however, those messages from 'the other side' have tapered off, and it appears they now get that I'm doing it myself. That is correct: For every post that bears my byline, I have selected the topic, found the research, located the links, and gotten all the nouns, verbs, and articles to play nicely together. I even find, and in this case edit, the royalty-free images. Sherrie Zion expertly proofs every post, and follows up with me when I appear to be using a language other than English, but aside from that, it's all me -- no ghosts needed, thank you very much.
That approach, however, does not describe all legal bloggers. Sites like this one are only too happy to write your blog for you. It isn't cheap: One source indicates that my pace of twice-weekly posting would cost around $22,000 per year if I outsourced it -- and that is for having the content written by someone I don't know. But by all appearances, there are still buyers. And we can expect the trend to continue. As law firms are increasingly hearing that they need a blog, law firm marketers and busy lawyers are trying to figure out how to do it. Just in the last couple of years, it seems, there has been a subtle shift from "Would there be an advantage in having a blog?" to "Holy smoke, there is now a disadvantage in not having a blog." And that motive to treat a blog as an unfortunate necessity is what drives the trend toward ghostly outsourcing. But it is a move that is, and should be, more than a little spooky to named authors and readers alike.